2. Bite the wax tadpole
Eire 1994
Eat your fingers off
3. Marketing involves both technical and social
elements.
◦ Technical elements are generally universally
◦ Social elements are market specific and display the
cultural differences of a given society
The impact of socio-cultural factors on
marketing is important in understanding
consumer behaviour and planning
appropriate market strategies
4. The output of how consumers behave in decision making
in buying goods or services.
◦ An important part of marketing:
Studies the reasons of consumers behaviour in their buying decisions
Why,
When,
Where,
What
How
◦ Depends on different types of marketing stimuli (P’s)
◦ and other factors
P.E.S.T - (Political, Economic, Socio-Cultural and Technological)
These all influence the consumer black box* to produce
responses for making decision about selecting products,
brand choice, price etc.
*Keegan, Warren et al., “The Black Box Model of Consumer Behaviour,” Marketing
(Englewod Cliffs, NJ: Prentice Hall, 1992), 193.
* Lewin, Kurt (1951) Intention, Will and Need in: Rapaport, David (Ed); “Organization and
Pathology of Thought: Selected Sources”; Columbia University Press (New York)
5. The cognitive process of selecting a course of
action from multiple alternatives.
◦ e.g. Shopping and deciding what to eat.
A psychological construct that implies a
commitment to action / choice.
we can never "see" a decision BUT can conclude from
observable behaviour when a decision has been made.
◦ Based on observable actions, we consider people
have made a commitment to effect that action.
6. Generally three ways Herbert Alexander Simon (1947 & 1957)
◦ Economic claims:
◦ Economic decision making a vain
Largely quantitative attempt to be rational
Assume rationality/near perfect If a complete analysis is to be done-
knowledge. decision immensely complex.
Consumer theory /game theory Peoples' information processing ability
very limited.
◦ Psychological models A perfectly rational economy unrealistic.
Qualitative -build on sociological People only partially rational - influenced
factors like cultural and family by emotional and non-rational
influences. considerations
Concentrate on psychological and
cognitive processes
i.e. motivation and need recognition
◦ Consumer behaviour models
Practical -used by marketers
Blend economic and psychological Administrative Behaviour: A Study of Decision-Making
Processes in Administrative Organizations 1947 - 4th ed.
models. in 1997,
Models of Man. John Wiley. Presents mathematical
models of human behaviour - 1957.
7. Cultural, social, personal and psychological
factors have great influence on consumer
buyer behaviour.
Human wants, perceptions, values, and
behaviour are learned from society, family
other institutions.
8. Customs, lifestyles, and values that
characterize a society
◦ include anything within the context of society that
has the potential to affect behaviour.
Examples of socio-cultural variables.
◦ Population demographics, educational levels, norms
and values, attitudes toward social responsibility...
9. "Collective programming of the mind which
distinguishes the members of one category of people
from another"
Hofstede, G. (1984 p.51). ). National cultures and corporate cultures. In
L.A. Samovar & R.E. Porter (eds.), Communication between cultures.
Belmont, CA: Wadsworth.
"Patterns relative to behaviour and the products of
human action which may be inherited, that is, passed
on from generation to generation independently of
the biological genes"
Parson, T. (1949 p.8). ). Essays in sociological theory. Glencoe, IL.
"Learned and shared behaviour of a community of
interacting human beings".
Useem, j., & Useem, R. (1963 p.169). Human organizations, 22(3).
10. Culture consists of beliefs, behaviours, objects, and other
characteristics common to the members of a particular
group or society.
◦ Through culture, people and groups define themselves, conform
to society's shared values, and contribute to society.
includes many societal aspects: language, customs, values, norms,
mores, rules, tools, technologies, products, organizations, and
institutions.
This term institution refers to clusters of rules and cultural
meanings associated with specific social activities.
Common institutions are the family, education, religion,
work, and health care.
11. UK Cheese maker in a pickle over exports
Friday 01 April 2011 Telegraph.co.uk
12. Aesthetics
Education
Language
Law and Politics
Material Culture
Religion
Social Organizations
Technology
Values and Attitudes
Terpstra, V. and Sarathy, R. (2000) International Marketing,
8th Edition, Dryden Press.
13. cultures, generations
MACRO SOCIAL genders, social class
lifestyle
MICRO SOCIAL sub-cultures, tribes
interactions, practices
individuals, subjects
INDIVIDUAL
cognition, motives,
the unconscious
BIOLOGICAL
basic needs
food
Levels of Observation of Consumption (adapted from
Desjeux, 1998)
14.
15.
16. Analyze how needs fit within the stages of
the consumer behaviour model.
◦ (Note: Discuss either the consumer or industrial
model, whichever applies to your product/service.
Describe the use of 'consumer buying
decisions‘ in formulating marketing
strategies.
Why will a Chinese consumer be interested in
buying a General Motors Vehicle?